eSports
Nigma Galaxy signs multi-year partnership with leading real estate developer, Aldar
Nigma Galaxy, the most successful esports organisation in MENA, dedicated to developing talent and industry infrastructure, is pleased to announce a multi-year partnership with Aldar, the leading real estate developer and manager in Abu Dhabi, to enhance the UAE’s passionate gaming and esports communities through talent development and community engagement.
Tapping into its own mission to create engaged communities across Abu Dhabi, Aldar will work with Nigma Galaxy to explore the inclusion of gaming spaces within its upcoming residential communities, while also developing a Nigma Galaxy esports training facility for players. At the facility, Nigma Galaxy will provide a range of training programmes and internship opportunities to develop the next generation of gaming and esports talent. The opportunities will span the entirety of gaming and esports, from nurturing up-and-coming competitive gamers through to providing insight on how to run a business within the gaming industry. Additionally, Nigma Galaxy will help to establish a series of after school esports workshops at Aldar Education schools across the UAE.
Aldar will enable Nigma Galaxy to access its full real estate portfolio, including spaces to host esports competitions and player training facilities in Yas Mall and Saadiyat Grove once the development is complete. Aldar will also provide accommodation options for Nigma Galaxy players, while Aldar’s logo will also be featured across all Nigma Galaxy jerseys.
Finally, Nigma Galaxy has produced a unique in-game activation within Minecraft, bringing Aldar’s flagship Saadiyat Grove development to life in the game. Players will be able to design their own properties using a bespoke ‘block library’ aligned to the design philosophy and materials used in real life. They will also compete to design esports experiences, such as parkour courses, inside the Minecraft version of Aldar assets.
“This collaboration offers tremendous value on both sides – Aldar is a brand that has deep ties with its communities across Abu Dhabi, and for Nigma Galaxy, it is important we continually look at how we can further support young people,” said Mohamed Morad, Co-Founder of Nigma Galaxy. “This partnership taps into the growing aspirations of the region. We are excited about the creative and educational potential behind the partnership. Not only are we able to work with Aldar to help shape facilities and initiatives young people will actually find useful but we’re able to create innovative ways to engage with audiences. The in-game activation with Minecraft is a fantastic way to merge our two worlds and really cemented why Aldar was the right partner for us.”
Christoph Timm, Co-Founder of Nigma Galaxy commented: “Together we have been able to pool our resources and knowledge to create completely new grassroots esports opportunities for young people. We are also able to offer creative ways for fans to engage with the Aldar brand through an in-game activation. Aldar provides us with endless opportunities thanks to its network and we’re hoping that we’ll be able to build a much stronger ecosystem with the team’s support.”
Rashed Al Omaira, Chief Commercial Officer at Aldar Development, added: “Central to Aldar’s proposition is the creation of communities, whether through our residential developments, our retail and leisure assets, or our network of schools across the country. The significance of this partnership is two-fold; by collaborating with Nigma Galaxy, we are able to facilitate the development of Abu Dhabi’s passionate community of gaming and esports enthusiasts through events and talent development programmes, and crucially, it also helps us create impact amongst the country’s youth. We look forward to actively contributing to the development of the esports industry in the region, unlocking the potential of homegrown talent to compete on the global stage.”
This is the latest partnership that Nigma Galaxy has established with a leading Abu Dhabi entity. In 2020 Nigma Galaxy signed an agreement with Etihad Airways to offer players a premium experience when they travel to ensure they arrive relaxed and energised ahead of a tournament.
eSports
FeedConstruct Announces New Partnership with Betinvest
FeedConstruct has announced an innovative new partnership with Betinvest, integrating Betinvest’s exclusive esports and fast sports solutions to enhance FeedConstruct’s innovative Odds Aggregator Platform. Due to this partnership, bettors will now enjoy access to over 30,000 monthly events, expanding their choices with a wide range of unique sports and esports content.
Extending the Fast Sports Options
As part of this collaboration, Betinvest delivers exclusive fast sports solutions to FeedConstruct across several popular sports:
Table Tennis: With the TT EURO.CUP and WINCUP leagues, table tennis fans can now enjoy a constant stream of top-tier events, featuring reliable odds and real-time data.
Short Football: The thrilling Winners Goal Pro Cup offers a fast-paced football format, perfect for bettors seeking quick outcomes.
Beach Volleyball: The Winners beach volleyball series adds vibrant matches to the betting world, attracting the growing fan base of this sport.
Enhancing Esports Betting
Alongside fast sports, Betinvest will bring its extensive esports portfolio to the table. Events like CyberLive!Arena and Esport Pro Club will offer top-tier esports action, complete with rich data, reliable odds and premium live streams. With the esports sector’s growing popularity, the partnership ensures that bettors gain access to high-class tournaments and comprehensive statistics to enhance their betting experience.
The Value of This Partnership
Through its partnership with Betinvest, FeedConstruct’s Odds Aggregation Platform will cover a broader range of events, ensuring an engaging betting experience. In addition, FeedConstruct’s platform offers Betinvest the chance to reach a larger audience, boosting its market presence and visibility.
Odds Aggregation Platform provides extensive coverage with a wide selection of odds from leading providers. What distinguishes FeedConstruct’s platform is its simplicity and efficiency, offering a single point of access to multiple odds providers without the need for complex, individual integrations.
Dmytro Hnoievyi, CEO of Betinvest, said: “As we continue to push the boundaries of innovation at Betinvest, our partnership with FeedConstruct marks a significant milestone. By integrating our exclusive fast sports and esports solutions, we are becoming part of a groundbreaking platform that represents the future of sports betting.
FeedConstruct’s commitment to delivering cutting-edge sports data and streaming solutions aligns perfectly with our vision. Their reliable technology, vast experience, and dedication to accuracy make FeedConstruct an ideal partner for expanding our offering. We will definitely set new standards in sports and esports betting, and we are utterly confident that together we will make it happen. We are excited about the future and the value this partnership brings to the sports betting industry.”
Narek Harutyunyan, CEO at FeedConstruct, said: “It’s a great opportunity to enter into this partnership with Betinvest, an international sports entertainment tech provider. We are confident that this partnership will enhance the sports entertainment experience for audiences worldwide, and we look forward to a successful and dynamic collaboration.”
The post FeedConstruct Announces New Partnership with Betinvest appeared first on European Gaming Industry News.
eSports
IESF Concludes 16th Ordinary General Meeting in Riyadh
The International Esports Federation (IESF) held its 16th Ordinary General Meeting (OGM) on November 18, bringing together over 150 delegates from the member federations in Riyadh, Saudi Arabia.
Before the official start of the assembly, IESF welcomed representatives from the Saudi Olympic & Paralympic Committee (SOPC) and the Esports World Cup Foundation (EWCF). Abdulaziz Baeshin, CEO of SOPC presented Saudi Arabia’s progress in Esports and sports development and their vision moving forward. Frank Weber, Director of Corporate Marketing at EWCF discussed the success of the EWCF and highlight upcoming plans for the future.
In his opening speech, IESF President HRH Prince Faisal bin Bandar bin Sultan Al Saud expressed gratitude for the number of delegates who attended the assembly. He reflected on the federation’s success and achievements over the past year, the key areas for improvement, and the necessity of continued close collaboration among members.
The first session of the assembly continued with reviewing motions submitted by the members and voting on their acceptance or rejection. The members also voted to grant Full Membership status to Canada, Germany, Latvia, and Malta.
The second session of the OGM was dedicated to electing key positions within the IESF Board and committees. The results are:
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Board Member: Mr. Samart Benjamin Assarasakorn
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Treasurer: Mr. Daniel Wen Jun Loy
Membership Committee Members:
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Mr. Soufiane El Filali
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Mr. Jaroslav Melishek
Audit, Risk, and Governance Committee:
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Chair: Mr. Tomas Gabris
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Members: Mr. Jacopo Ierussi and Mr. Stevan Nenad Rosic
Regulatory Committee Chair:
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Mr. Ido Orel Brosh
In his concluding statement, IESF General Secretary Boban Totovski congratulated the assembly on a productive and democratic meeting. He expressed his appreciation for the valuable insights shared by members and their dedication to the growth of the IESF.
“This year’s assembly demonstrated the strength of our community and the shared vision that drives IESF forward. I thank everyone for their contributions to a democratic and smooth process, and I look forward to welcoming more member federations to our family next year and even greater success” said Totovski.
The OGM 2024 in Riyadh was another step forward in IESF’s mission to unite the Esports world under a shared vision. With the growing number of national federations, the IESF continues to cement its role as the largest Esports family.
The post IESF Concludes 16th Ordinary General Meeting in Riyadh appeared first on European Gaming Industry News.
Chad Kinlay Chief Marketing Officer TrafficGuard
Influencers, Content and eSports: Unleashing the Power of Dynamic Strategies in the eSports Ecosystem
The sports betting industry is undergoing significant growth worldwide with restrictions loosening and new markets emerging. New opportunities create fierce competition among sportsbooks, and this has led to them devising increasingly expensive and aggressive advertising campaigns.
Public figures and influencers have become a popular go-to for sportsbooks promotions, such as Michael Jordan partnering with DraftKings or Jamie Foxx with BetMGM. Big names are costly, and sportsbooks haven’t realised the ad spend used on these campaigns is going to waste. Without the right precautions in place, up to 22% of ad spend is lost to fraud according to Juniper Research.
The big budgets behind high-profile brand campaigns need to translate into real user engagement. To achieve this, sportsbooks must ensure their digital channels are optimised to capture the surge in interest these campaigns generate. Without proper management, this potential can be lost to inefficiencies like invalid traffic, diluting the impact of their investments.
Ad Budgets Going to Waste
In today’s competitive landscape, sportsbooks need to make every click count. In 2023 alone, The American Gaming Association estimated that over $1.9 billion was spent on advertising campaigns in the US. With such a large amount of spend in play, it’s crucial that sportsbooks see as big a Return on Advertising Spend (ROAS) as possible.
Pay-Per-Click (PPC) campaigns are vital for sportsbook growth but can be disrupted by invalid traffic (IVT). IVT includes both malicious activity, like fraudulent bots, and unintentional actions, such as users repeatedly clicking on ads without intent to convert. These interactions inflate impressions and skew campaign performance data, leading to higher customer acquisition costs (CACs) and inefficient allocation of ad spend. Effectively managing IVT ensures that ad budgets drive genuine engagement and measurable growth.
Investing into influencers and celebrities also forces sportsbooks to bid on brand keywords to prevent their competitors stealing potential users searching for them. Up to 29% of PPC budgets are spent on this bidding according to Wordstream. As competition for brand keywords increases, PPC budgets are depleted without generating any new net revenue.
As campaigns become more expensive than ever, sportsbooks can’t afford to let profits fall to ad fraud. Instead of cutting budgets, sportsbooks should focus on analysing their campaign strategy.
Problematic Navigational Traffic
Navigational traffic is also presenting a significant challenge to sportsbooks alongside ad fraud. Navigational traffic refers to existing customers clicking on branded keywords to log into their accounts. While this seems convenient and harmless enough, this behaviour drastically inflates CACs. Like ad fraud, this can skew the effectiveness of PPC campaigns. By utilising paid search results instead of organic links to navigate to the site, costs are driven up without contributing to new user acquisition.
In addition to the challenges posed by navigational traffic and ad fraud, the competitive landscape for first-time depositors intensifies the need for strategic bidding on Google search. Brands investing heavily in influencers or sponsorships of major sporting events to generate awareness and drive potential users to search for them. However, without securing top placements in paid search results, these prospective customers may be intercepted by competitors before reaching the organic search listings. This creates a critical juncture where the effectiveness of a brand campaign hinges on converting that intent-driven traffic into first-time depositors, ensuring marketing spend achieves its goal of meaningful user acquisition.
First-time depositors are a critical metric for sportsbooks, and this issue directly impacts the cost efficiency of acquiring them. High CACs make marketing budgets less effective, reducing overall ROI.
Shoring Up Your Defences
Before launching costly ad campaigns, sportsbooks should adopt a multi-faceted approach to address ad fraud. IVT typically goes unnoticed, so to prevent this sportsbooks should monitor and analyse their campaign traffic for any suspicious activity. It is possible to identify IVT by looking out for signs such as irregular spikes in traffic from unknown locations or high pageviews. Fraudulent traffic can then by highlighted and removed.
The advancement of technology has made ad fraud more difficult to identify, and legacy fraud tools fail to detect IVT. They don’t analyse traffic at the impression level or consider the context of the business advertising. Sportsbooks can leverage ad-verification platforms to compensate for this. This allows sportsbooks to analyse and report suspicious traffic in real-time. Fraud can then be blocked before it has a chance to harm budgets.
Sportsbooks can also deploy tactics to reduce the impact of navigational traffic on CACs. Methods include encouraging existing customers to use mobile apps or direct bookmarks to log into their accounts instead of paid search campaigns. This decreases their reliance on PPC campaigns for navigation and protects budgets.
Keeping Profits in Sportsbooks’ Hands
Influencer and celebrity campaigns have proven to be a popular and useful tool in reeling new users and profits. However, if sportsbooks don’t have the essential precautions in place, they risk losing these profits to advertising fraud.
To make the most of their advertising efforts, sportsbooks need to prioritise their traffic. Implementing sophisticated tools to analyse traffic and filter out fraud will allow sportsbooks to protect their interests and focus on driving future growth. This way, they can secure their position in an increasingly competitive landscape.
Written by: Chad Kinlay, Chief Marketing Officer, TrafficGuard
A driven, open-minded, creative senior marketer with a strong sense of dedication and commitment. With over 15 years of progressive international experience in marketing and communications management, Kinlay has a credible history of commercial success.
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